Linguistic Diversity in Europe’s Media: Minority Language Media and Their Audiences
Chair(s): Craig Willis (European Centre for Minority Issues)
The vitality of regional and minority languages in Europe relies on several institutional pillars to contribute to language maintenance and revitalisation. At the same time, the challenges to traditional media outlets from global hegemonic languages through social media or streaming platforms is well documented. Moreover, the particular challenge of reaching younger generations is an acute issue in minority language contexts due to the risk of losing this audience segment from the language entirely. This panel places its focus on the audiences (and potential audiences) of minority language media outlets such as regional or local television, radio and newspapers. Within this, several dimensions are of interest: the consumption habits across generations but also majority/minority language; the engagement of outlets / journalists with their audiences, including through social media platforms; the extent to which non-speakers engage with minority language media and why. The three papers within this panel will offer a comparative perspective of three different minority language spheres and their media landscapes, all of which are recognised linguistic communities within national and international legislation. Areas of similarity and difference will then be reflected upon by the panel chair / discussant, with an emphasis on the relevance for the broader plurilingual context of Europe and cultural policy.
Presentations of the Symposium
The Digital Audiences of Minority Language Newspapers and Their Cross-Border Role: Moving Towards ‘Deminoritisation’?
Marc Röggla, Jakob Volgger
Eurac Research
This paper examines the evolving role of minority language newspapers in the digital age, focusing on their potential to reach audiences beyond their traditional regional boundaries. While digitalisation is often perceived as an existential threat, it also offers opportunities for minority language media to expand their audiences and influence, potentially leading to a process of ‘deminoritisation’ – where these media outlets transcend their minority status. This article combines quantitative analysis of audience data with qualitative interviews to evaluate how minority language newspapers are succeeding as cross-border media in the digital landscape.
The analysis of online audience data from several European minority language newspapers offers insights into the geographical distribution of their digital readership. Preliminary findings indicate that, in some cases, they are successfully attracting audiences from outside their traditional circulation areas, particularly from neighbouring countries. Semi-structured interviews with newspaper representatives complement this data and provide insights into how they strategically position themselves as cross-border media, while generally still demonstrating a prioritised commitment to their respective minorities.
While the findings are still preliminary, this research seeks to highlight the evolving role of minority language newspapers in an increasingly interconnected digital media landscape and to explore their potential to serve both core minority language communities and wider audiences.
Media Consumption Habits Amongst the Italian National Community in Slovenia
Lara Sorgo
Institute for Ethnic Studies, Ljubljana
The minority protection arrangement applying to the autochthonous Italian national community in Slovenia is based on broad constitutional provisions aimed at preserving the language, culture, and identity of the community. To exercise the right to access to information, the community may develop its own minority language media and may have access to the media of neighbouring countries, i.e., their kin-states.
The main role of minority media is linked to the life and issues of the minority itself. The importance of the minority media is therefore twofold: on the one hand, the minority media have a specific function of information and networking, both among the members of the community and with the majority society and the country of origin, and on the other hand, the minority media have a symbolic function of raising awareness of the existence of the community, preserving cultural values and characteristics and preserving the minority language in the area in which the community lives.
The present contribution will first briefly address the legal framework regarding media for the Italian national community in Slovenia; second, it will present some preliminary findings obtained from a survey among members of the minority in order to show their media habits (whether they consume mainly local/regional/national media in Italian or in Slovene language and also media from their kin-states Italy).
Basque Media Outlets Use of TikTok to Reach Different Audience Segments
Maddi Dorronsoro Olamusu, Craig Willis
European Centre for Minority Issues
Within the context of minority languages, scholars have previously stressed concern over the need for traditional media outlets to adapt to broader consumption trends in order to remain relevant for younger generations of their speaker groups. Whilst minority language media outlets had begun to utilise Facebook and Twitter to advertise their content, recent trends amongst younger audiences heavily skew towards TikTok or Instagram as preferred social media platforms – including for news consumption.
Through the case of the Basque language media sphere, this paper analyses the use of TikTok by media outlets at the regional level of the Basque Country. Examining seven TikTok accounts operated by television, radio and newspaper outlets (including sub-brand accounts), the paper analyses the outlets’ use across time and in terms of engagement numbers before also providing a quantitative assessment of the types and style of content in terms of topics, genres, language usage. Initial conclusions point towards a method of success being through less formalised content, distancing from institutional branding and usage of more colloquial linguistic repertoire. The findings suggest that traditional media outlets in minority languages may be able to adapt to broader trends and provide content of relevance for the new generations of speakers, helping to sustain linguistic diversity in Spain and Europe.
